Mazuma CU Finds its 'Happy'

Headnote

CU and its brand manager win top CUES GMA honors.

Mazuma Credit Union (www. mazuma.org), headquartered in Overland Park, Kans., has built a successful rebranding campaign on the strength of a succinct but powerful phrase: "Bank Happy."

"We started with a simple idea," explains Andy Dickhut, Mazuma CU's brand manager. "And that was that Mazuma is always at its best when members leave here a little happier than when they came in. From that core idea, we developed a whole new brand with a new personality and a new approach to serving our members- and of course, a new logo and new website to go with it."

Being Happy

The "Bank Happy" campaign, which launched in April 2014, has infused Mazuma CU with a memorable identity that has boosted brand awareness throughout the Kansas City metro area.

The rebranding effort made such a favorable impression on 2015 CUES Golden Mirror Awards judges that Mazuma CU pulled off the rare feat of winning the competition's two top prizes. Mazuma CU received the CUES GMA Brand of the Year while Dickhut was named CUES GMA Marketer of the Year. The campaign also picked up first-place awards for rebranding/ brand building, public/community relations, social media and radio.

Mazuma CU has infused its new upbeat personality into every aspect of its "Bank Happy"...